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It’s easy to underestimate the impact of direct mail marketing, especially when you’re running the same farming campaign on repeat.
But can diversifying your tactics unlock stronger, smarter results?
If real estate agents are deploying a farming campaign, will mailing postcards in their farm areas make a measurable difference?
In 2024, RSP USA conducted a comprehensive comparative study of our customers to find out — and the results were undeniable.
Real estate agents who combined a consistent Target Farming Report Campaign with postcard mailing didn't just get noticed more.
Their listings skyrocketed.
These agents saw measurable growth on several levels:
- Listing inventory
- Listing price
- Market share
If you're looking to breathe new life into your farming approach, these findings might just motivate you to change your strategy!
Discover the game-changing results for agents who diversified their tactics in 2024, and learn why multiple direct mail tactics work better than just one.
The Results
At RSP USA, we’re all about results backed by data, and our case studies exemplify that. This study is based on large sets of data — not just a few agent testimonials or anecdotes.
And the results are solid, with a 95% confidence level, meaning they're highly reliable and not just random luck.
We compared agents who deploy a Target Farming Report Campaign and mail Just Listed / Just Sold Postcards in their Farm Areas with agents who rely on the Report Campaign alone.
The difference? Game-changing growth, driven by smart, consistent and diversified marketing!
The Game-Changing Impact of Mailing Postcards in Your Farm. Image © 2025 RSP USA, Inc.
Agents Who Mailed Postcards to Their Farm Areas Saw Huge Wins
- 61% more listings
- 2.6% higher list prices
- 22% greater market share
Plus, for every 340 postcards mailed, they landed one extra listing, delivering an incredible $20 return for every $1 spent.
That's true marketing power!
Why Multiple Direct Mail Tactics Work Better Than Just One
Relying on a single type of mailer — like a monthly market report — is better than nothing. In fact, a consistent market report campaign is an important foundational first step.
But it often isn’t enough to break through the noise and build trust in a competitive farm.
Incorporating multiple mail formats (like postcards between reports) significantly boosts results.
Why? Because these two tactics serve different purposes:
A Target Farming Report Campaign consistently delivers data-driven, hyper-local market reports to homeowners, providing valuable information about their home and neighborhood.
Deploying this direct mail method is all about building authority and trust that fosters lasting relationships.
The Purpose of Consistent Market Reports
- Establish Local Expertise
Shows homeowners you have deep understanding of their neighborhood - Nurture Long-Term Leads
Keeps your name and face top-of-mind until homeowners are ready to sell - Build Credibility
Establishes you as the go-to local real estate expert - Generate Conversations
Encourages potential clients to reach out if they have questions
On the other hand, if consistent market report campaigns are all about long-term relationship-building that pays off over time, then postcards are all about gaining attention and encouraging action now.
Mailing out Just Listed / Just Sold Postcards is a great method for creating a sense of urgency, showcasing your transaction activity, and providing social proof.
The Purpose of Just Listed / Just Sold Postcards
- Showcase Your Success
Demonstrates that you're active and skilled at selling in the neighborhood - Trigger Listing Interest
Encourages curious, nearby homeowners to consider listing their homes - Leverage Momentum
Appeals to the fear of missing out — "This home sold fast, and yours can, too!" - Drive Immediate Action
Motivates homeowners to call for a consult or evaluation
In short, a Target Farming Report Campaign warms up the audience, while Just Listed / Just Sold Postcards prompt the decision to act.
The Key Takeaway
If you haven't deployed a Target Farming Report Campaign, you could be missing out on measurable growth, increased listings, and a stronger foothold in your market — and not adding postcards to the mix leaves crucial opportunities on the table.
Luckily, it's never been easier to get started. You can explore RSP USA's Online Farming Database anytime to determine the best areas to farm and reserve them for your Campaign.
And Just Listed / Just Sold Postcards designed with lead-generating features are available, too.
Remember, consistent market reports show you're informed. Postcards show you're active. Together, they make you unforgettable.
At RSP USA, we’re passionate about outcomes that yield optimal ROI. That’s why everything we offer is driven by data and backed by performance. Diversify your tactics and join thousands of agents earning more listings, higher commissions, and greater market share!
View all RSP USA's Case Studies: rspusa.com/case-studies
We’re writing more blog posts than ever to help agents like you achieve lasting success with both digital and print marketing. Check them out here — and be sure to bookmark the page to see what’s coming next!